Introduction to Advertising
BACKGROUND
Advertising is the business of the people, for the people and by the people. The following is to give the readers the basic concepts, the role and nature of advertising as a constructive force in the modern business world of today. Eight pertinent questions are answered in this chapter. These are
1. What is advertising
2. Is it same as ‘Publicity’ and ‘Propaganda’?
3. What is the structure of advertising industry?
4. What is its role in the current business world?
5. What is advertising coverage?
6. Origin and growth of advertising?
7. What is the importance of advertising planning?
8. Is it a science, art or a profession?
WHAT IS ADVERTISING?
Today, the word ‘advertising’ is a very common term knows to us. It figures in each of our lives everyday. We see it on television, in the sky, on the match box, in the newspapers, on the trash containers, in the magazines, on our mail, on the vehicles, in the vehicles, on bill-boards; we hear it on radio, in the stores when we visit and so on. It is part of our daily life and every one is conscious of it. Yet we have failed to trace the exact meaning of the term ‘adverting’. This has two specific meanings: (1) It is a macro concept representing the entire advertising industry and is an institution. (2) It is micro-managerial concept standing for the specific managerial function of any organization intending to send the information to other members of the society.
The term ‘advertising’ is derived form the original Latin word ‘adverter’ which means ‘to turn’ the attention. Every piece of advertising turns the attention of the readers or the listeners or the viewers or the onlookers towards a product or a service or an idea. Therefore, it can be said that any thing that turns the attention to an article or a service or an idea might be well called as advertising. It is the power-packed process pertaining to the dissemination of information concerning an idea, service or a product to impel an action in line with the intention of an advertiser. Advertising is salesmanship in print. It is the magnate that motivates the world of business. It is the main stay of human civilization and the corner stone of culture. It is a tantalizing technique of popularizing a product. It is that magic force which turns an instinct into acquisition, a desire into demand and dream into reality by influencing the consumption, directing the production, diverting the distribution and affecting the very course of exchange. In the words of C.H Sandge and V. Fryburger, advertising is ‘multi-dimensional; a powerful marketing tool; a component of economic system; a means of financing the mass media; a social institution; an art form; an instrument of business management; a field of employment and paying profession”. In this ad world, advertising is advocacy.
BACKGROUND
Advertising is the business of the people, for the people and by the people. The following is to give the readers the basic concepts, the role and nature of advertising as a constructive force in the modern business world of today. Eight pertinent questions are answered in this chapter. These are
1. What is advertising
2. Is it same as ‘Publicity’ and ‘Propaganda’?
3. What is the structure of advertising industry?
4. What is its role in the current business world?
5. What is advertising coverage?
6. Origin and growth of advertising?
7. What is the importance of advertising planning?
8. Is it a science, art or a profession?
WHAT IS ADVERTISING?
Today, the word ‘advertising’ is a very common term knows to us. It figures in each of our lives everyday. We see it on television, in the sky, on the match box, in the newspapers, on the trash containers, in the magazines, on our mail, on the vehicles, in the vehicles, on bill-boards; we hear it on radio, in the stores when we visit and so on. It is part of our daily life and every one is conscious of it. Yet we have failed to trace the exact meaning of the term ‘adverting’. This has two specific meanings: (1) It is a macro concept representing the entire advertising industry and is an institution. (2) It is micro-managerial concept standing for the specific managerial function of any organization intending to send the information to other members of the society.
The term ‘advertising’ is derived form the original Latin word ‘adverter’ which means ‘to turn’ the attention. Every piece of advertising turns the attention of the readers or the listeners or the viewers or the onlookers towards a product or a service or an idea. Therefore, it can be said that any thing that turns the attention to an article or a service or an idea might be well called as advertising. It is the power-packed process pertaining to the dissemination of information concerning an idea, service or a product to impel an action in line with the intention of an advertiser. Advertising is salesmanship in print. It is the magnate that motivates the world of business. It is the main stay of human civilization and the corner stone of culture. It is a tantalizing technique of popularizing a product. It is that magic force which turns an instinct into acquisition, a desire into demand and dream into reality by influencing the consumption, directing the production, diverting the distribution and affecting the very course of exchange. In the words of C.H Sandge and V. Fryburger, advertising is ‘multi-dimensional; a powerful marketing tool; a component of economic system; a means of financing the mass media; a social institution; an art form; an instrument of business management; a field of employment and paying profession”. In this ad world, advertising is advocacy.
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